Abstract:

Research on visual pollution concerns the apparent deterioration and negative aesthetic quality of the natural and man-made landscapes around people, as well as the secondary impacts resulting from human intervention. Outdoor advertising (OA) occupies a major position in visual pollution, and its negative effects have a significant impact on people's psychology and emotions. This article first analyzes the characteristics of outdoor advertising (size, location, quantity) and its visual quality (color, memorability), and then discusses its comprehensive impact on the urban visual environment. Combined with a user questionnaire survey, it understands respondents' perceptions of the visual pollution caused by outdoor advertising. Statistical analysis methods are then used to analyze the role in the quantity and visual quality of outdoor advertising (OA) in generating and exacerbating visual pollution, while pointing out the relatively small impact of other factors. This finding highlights the urgency of implementing effective management of outdoor advertising in urban planning and design, with the aim of reducing visual pollution and improving the overall urban visual quality.

Key words: urban visual pollution, outdoor advertisement, urban planning and design, data analysis